MailChimp goes beyond email marketing and launches support for Facebook ad campaigns
MailChimp has long offered its users an easy way to manage and run their email marketing campaigns. For the first time in its long history, the company is going beyond email marketing. They are launching a new tool that lets its users create Facebook ad campaigns. This will be completed right from the existing MailChimp dashboard. How cool is that?
The company may be best known for its email platform, but as a company spokesperson noted, its mission goes way beyond that. MailChimp wants to become a holistic marketing platform for businesses (and I would expect that at some point in this process, it’ll change its name to reflect that). As mobile, social, and messaging become more important, that means MailChimp needs to go where its users’ target audience is — and the one place these users definitely are is on Facebook.
As MailChimp notes, 16 percent of its more than 15 million users are e-commerce companies. This is an increase of 46 percent over the last year. Almost half of MailChimp’s current revenue comes from exactly these customers. Given that many of these companies are probably already using both MailChimp and Facebook Ads, there are some clear synergies here.
If you’ve designed an email newsletter in MailChimp, then the process of building Facebook Ads and campaigns will be familiar.
Unsurprisingly, MailChimp will let its customers use their email lists to target their existing fans and customers. But it will also allow them to target a Facebook “lookalike audience” that has characteristics that are similar to existing MailChimp subscriber lists. As well as simply targeting a specific audience on Facebook.
MailChimp will not charge its users any fees on top of Facebook’s usual costs (which start at $5 per day for the click-based ads). The service provider also allows them to track their campaigns right inside of their existing MailChimp dashboards.
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